Case Study - Kuoni - SEO

case_study_kuoni_beach

Objectives

In 2008 leading luxury travel and tour operator Kuoni recognised that their online presence did not match up with their innovative, world-class offline presence and turned to bigmouthmedia for help.

Kuoni had little online visibility for non brand traffic, and with the credit crunch looming they knew that they had to act quickly. In the face of increasingly aggressive approaches being adopted by the competition in the travel sector, an innovative campaign was required to give Kuoni’s destinations the exposure they required.

The objectives of the campaign were:

  • Creation of an innovative strategic SEO campaign
  • Increase exposure for 1st tier generic destination based keywords on the first page of Google by 30%

Our Solution

Bigmouthmedia suggested that the creation of a far reaching SEO campaign boosted with PPC synergy and innovative social media aspects would be key to their online survival during an economic downturn.

The key actions undertaken included:

  • Implementation of a destination strategy based on analysing the key search period for different destinations and holidays. The SEO campaign was designed to optimise destinations ahead of seasonality search spikes, gaining maximum exposure and traffic at peak search periods
  • Creation of “authority pages” and implementation of on-page optimisation
  • Ethical link building campaign designed to maximise potential of authority pages
  • Construction of increased synergy between SEO and PPC strategies and keyword targets
  • Implementation of top performing PPC creatives in the meta descriptions and title tags of website destination pages
  • Social Media Press Release - Kuoni was the first UK travel company to use social media releases in their link building campaign. These press releases with embedded videos were designed to achieve widespread second wave proliferation, as well as increased rankings for target phrases and universal search listings for the videos used.
  • i-Travel - Bigmouthmedia recommended the implementation of a travel guide http://i-travel.kuoni.co.uk, an area of the site where content and videos could be uploaded and deep linked back into the key destination pages, to boost the site’s authority status.

Results

During the campaign Kuoni saw:

  • 44:1 incremental ROI from our SEO initiatives
  • 104% increase in total organic traffic [Sept 08 - May 09]
  • First page rankings in Google for over 90% of Tier 1 keywords
  • Increase in first page Google rankings for top tier destination keywords by 70%, far exceeding client objective of 30%
  • Increased CTR on destination pages
  • Increase in share of organic traffic by 24% [Sep 08 to May 09]
  • Prominent universal search listings in Google for top destination videos
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Summary
  • Wide ranging SEO campaign combined with PPC synergy and social media elements drives vastly improved keyword rankings, CTR and traffic to world leading travel operator
  • Increase in number one Google keyword rankings by 100%
  • Increase in unique search visitors of 105% Year on Year
  • Increase in organic search engine traffic of 69% over 6 month period
  • Prominent universal search listings in Google for top destination videos
Over the last 18 months, we have seen some significant improvements in our natural search visibility which has translated in similar proportions to an increase in site traffic whilst maintaining current conversion levels.
Matt Rooke
E-business Director, Kuoni Travel